Impact of Social Marketing on Maternal and Child Health: Study of RMCW Home attached to a Manipal University

Abstract

Social Marketing is a knowledge discipline that is of increasing relevance to healthcare practitioners. It is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good. The present study was done to study the impact of social marketing on Maternal and Child Health in Rural Maternity and Child Welfare (RMCW) Homes attached to a large tertiary care hospital. Methods: The study was conducted in Rural Maternity and Child Welfare (RMCW) Homes attached to a Manipal University. Data was collected by direct observation and comparing with existing district, state and national statistics. Results: The study showed improvement in health indicators in terms of increased Antenatal Care Visits, reduced complicated deliveries, improved newborn care, and increased vaccination with consequent decline in maternal and infant mortality rate. Conclusion: Social marketing has played an important role in bringing about a behavioral change with consequent improvement in health of community